Sony has officially decided to end its long-standing participation in the CES trade show held in Las Vegas. The company will skip the upcoming CES 2027 event scheduled for January, marking a significant shift in its marketing strategy after decades of regular attendance since the exhibition began in 1967.
The decision follows a broader trend of Sony withdrawing from major industry events, including MWC in Barcelona and IFA in Berlin. In recent years, the company had already scaled back its presence at CES, opting to showcase its joint venture with Honda Motor for the Afeela electric vehicle project instead of maintaining its own independent booth.
Moving forward, Sony plans to prioritize digital entertainment technologies, intellectual property, and solutions tailored for content creators. The company's hardware division has increasingly narrowed its focus toward image sensors for smartphones, surveillance systems, and automotive applications, alongside its gaming console business.
Reports from Nikkei and Bloomberg confirmed the move, noting that the joint venture with Honda, which was intended to produce Afeela vehicles, has been largely dissolved. Sony's departure from CES concludes a historical era where the firm consistently operated one of the largest and most prominent exhibition spaces at the event.
